Political conditions are once again posing major challenges for the international hunting and firearms retailers
Images: nuernbergmesse.canto.de
As a global marketplace and workspace for decision-makers from industry and specialist suppliers, IWA 20206 helps specialist retailers to identify trends early on and exploit them in a targeted manner. This is now being translated into “Made for Trade”. With this new campaign approach, the world’s leading exhibition is positioning itself as a clear partner to the trade – as a place where products are not only showcased, but business is done. The show creates space for networking, product range development, and market observation – and thus real added value.
“Current political developments are causing complex challenges for specialist retailers – from regulatory uncertainties to economic risks,” explains Michael Blendinger, President of the Association of German Gunsmiths and Gun Dealers (VDB) and owner of the specialist retailer “AimZone.” “This makes a platform like IWA OutdoorClassics even more important, as it not only provides a stage for the trade, but also an opportunity for confidential exchange. With its ”Made for Trade“ campaign, the exhibition is sending a strong signal: it is committed to focusing on the trade, is geared towards its needs, and creates an environment in which innovations, trends, and business models can be developed in a targeted manner,” Blendinger continues.
Strong signals from industry: major brands are returning
The current registration status for IWA OutdoorClassics 2026 shows just how important close cooperation between industry and trade will continue to be in the future: about 750 companies have already confirmed their participation, over 1.000 exhibitors are expected. including 85% international manufacturers. In addition to numerous industry giants – including CZ, Glock, Browning, Umarex, Carl Walther, and RWS, among others – the number of returning exhibitors has also risen significantly. SIG SAUER is one of the notable returnees to IWA OutdoorClassics 2026 and will be exhibiting with its own booth for the first time in several years.
“I’m proud and excited that SIG SAUER will be participating with its own booth at IWA in 2026,” says Daniele Palmieri, Managing Director, Global Commercial Sales at SIG SAUER. “In recent years, we joined forces with our German distributor and shared the space, but our company strategy – coming closer to international consumers after having established SIG SAUER as the undisputed US leader in the military, law enforcement and commercial markets – calls for a different choice. IWA offers the ideal platform to connect directly with existing and prospective customers, introduce our growing international team, and showcase the latest innovations, including the P211 pistol. For us, the event marks an important milestone to strengthen relationships, explore new market opportunities and discuss future strategies,” Palmieri continues.
Image: SIG Sauer
The Association of Manufacturers of Hunting and Sporting Weapons and Ammunition (JSM) is also positive about this development. “A leading international exhibition needs not only a clear commitment from trade visitors but also strong participation from the industry,” explains Klaus Gotzen, Managing Director of the JSM. “It is very encouraging that so many manufacturers continue to value exchange and cooperation with the trade. For many, IWA is the best opportunity of the year to profitably influence international business,” Gotzen concludes.
The exhibitor and product database for IWA OutdoorClassics 2026 is already available online.
New hall layout ensures an optimized visitor experience
In order to better meet the needs of industry and trade, IWA OutdoorClassics is also changing the hall layout for the coming year. A total of eight halls covering over 72.000 square meters will be available for IWA next year. Based on product range developments, individual segments will be grouped together in halls. Overall, this will create more space for the core segment of hunting and sporting firearms. In future, knives and cutlery will be exhibited together with hunting accessories and clothing in Hall 4. Hall 5 will be open for the firearms segment and will also house tactical equipment in the future. “The new hall layout makes sense for many reasons: On the one hand, we are creating an ideal tour route that is designed to make it easier for visitors to ‘discover’ all segments. On the other hand, we are also orienting ourselves to a certain extent towards the product range of specialist retailers and grouping together products that are thematically related. Overall, this will make the IWA more focused and also busier,” explains Stefanie Leege, director of IWA OutdoorClassics.
About IWA OutdoorClassics
From February 26 to March 1, 2026, Nuremberg will host IWA OutdoorClassics, the leading B2B platform for the hunting and shooting sports industry. The exhibition presents a diverse selection of products: from hunting, sporting, and airsoft weapons to ammunition, optics, and knives, as well as high-quality clothing, outdoor equipment, and tactical gear. With over 120 countries represented, IWA creates a unique network for decision-makers, manufacturers, and specialist retailers. Personal discussions and targeted networking create valuable connections that will shape the market of tomorrow. IWA OutdoorClassics remains exclusively reserved for trade visitors, thus focusing on a qualified audience that is specifically looking for new business opportunities.
The military magazine MILMAG is the official media patron of the IWA OutdoorClassics 2026
Media Patronage
